Inbound marketing agencies struggle to get paid for account management services. By positioning account management as a value add, your agency can avoid unpaid consulting hours.

1. www.contentmarketingblueprint.com
CMB Partner Office Hours
How to sell account management
services to inbound clients.
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

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Contribute!
Be ready to be called on…

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Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor

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Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Resources
President|
Do Not Call Protection
Stefan Surka
Business Development|
CMB

5. www.contentmarketingblueprint.com
What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and
service retainers.
Join the Conversation:
@CMBlueprint or +ContentMarketersBlueprint

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Question:
How can I get paid for account management
services?
www.contentmarketingblueprint.com

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Context of account
management in overall service
offering.
 Strategy services (Buyer persona, CMB, Website
optimization plan
 Development Services (Inbound Engine)
 Support Services (Content creation, consulting, PR,
Social Media)

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Common challenges of
selling “account
management”

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Challenges selling account
management
 Nobody wants to pay for it
 Clients don’t find it valuable
 Clients see it as a cost of doing business with you
Yet, you do it
and you can’t be successful without it…

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Without it…
You get fired when they take over the
writing.

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Your task in the sales process
 Create context: What is the role of
account management in your process?
 Establish value: Why is this vital to
success?

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Establish context and
value

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The role of account
management
(with inbound marketing)
Use data to identify what IS working,
and what ISN’T!

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Value of account management
(ROI)
Capitalize on what IS working, and fix
what ISN’T

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The account
management package

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Two meetings per month
 Monthly performance review (decision makers and account
management)
 What is working and what isn’t
 What was our ROI?
 Are we hitting monthly KPIs (leads, sales meetings, sales)
 What are we going to do to increase ROI
 Mid month checkup (account management)
 Trends
 Did we do everything we said we would?

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Process and Timeline
IMC (Account Manager)
 Weekly email
 Meeting agenda
 Status meeting
 Post meeting notes
 Weekly email
 Monthly performance review
 Monthly performance presentation
 Post presentation notes and
homework
Hours: 9.75
Cost: $1,608/Month
@$165/Hour

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Selling tip…
Use a story where you used data to make a
marketing decision (use data).

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Download the assets
 Proposal copy
 Step by step guide to delivering the service(s)
 Cost breakdown
 Lead Quality Report (CMB Partners Only)
www.contentmarketingblueprint.com/blog

21. www.contentmarketingblueprint.com
Next Session: Tuesday July 14th @ 3:00 PM
EST
“?”
Sign up at:
www.contentmarketingblueprint.com/2014-
webinars